PUNE: Global IT solutions provider NIIT Technologies is sharpening its focus on digital services as it seeks to drive greater business benefits for its clients.

The contribution of digital services to the company's turnover has risen from negligible three years ago to 15 per cent now, Arvind Thakur, CEO at NIIT Technologies, told ET. In 2014-15, digital services accounted for 9 per cent of its turnover.

"Given that digital is a new area, there is no pricing pressure at present," Thakur said. "We have gone from zero to 15 (per cent) in a short time and we are experimenting along with the customer. It is important to build front end capabilities and skill sets that are more creative than technical."

Six months ago, NIIT Technologies set up an Internet of Things lab where it is working along with its customers on proof of concepts.

"We are focusing on building prototypes that can provide robotic solutions," Thakur said.

The company recently announced a partnership with London-based software firm UiPath, which specialises in robotic process automation (RPA) to provide intelligent automation solutions.

RPA is the application of technology (software robot) to interpret existing applications for processing a transaction, manipulating data, triggering responses and communicating with other digital systems. Thakur said NIIT Technologies is focusing on four areas within the digital services space-—providing digital experience solutions analytics, digital integration and cloud.

The company has also been working to change its organisational culture with the aim to improve service. It has engaged global customer service expert Ron Kaufman, who has worked with companies such as Singapore Airlines, on how to provide 'uplifting service'. This has been rolled out to 80 per cent of the workforce. The company has also introduced a system of rewards where employees can earn points that can be redeemed at retail outlets.